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Keywords: Sustainable brand attitude
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (8): 1823–1838.
Published: 18 November 2022
...Chaohua Huang; Shaoshuang Zhuang; Haiyan Ma Purpose This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory. Design/methodology/approach Three independent...
